The sharing of travel experiences has become ubiquitous in today’s era. This study focuses on a pervasive trend among Millennial consumers: the experience of benign envy toward others’ positive travel experience sharing on social networking sites. Drawing on social comparison theory, the current study reveals why and under what conditions others’ positive experience sharing may trigger Millennial consumers’ destination visit intention. Using a mixed experimental design, this study finds that, among consumers with low trait self-esteem, luxury travel experiences shared by similar others stimulate focal consumers’ own intentions to visit the same destination. In addition, destination visit intention is triggered by benign envy toward the experience sharer. Important theoretical insights are provided regarding peer influence mechanism on social networking sites and travel consumption. Finally, managerial implications for destination marketers are presented with a focus on how to improve the effectiveness of social media marketing in targeting Millennials.

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Despite consumers’ increasing use of social media channels to make their travel experiences more visible to people within their social networks, brand management research in the tourism literature lacks a clear understanding of how social visibility of consumption affects consumer perceptions of their relationships with the brand. Drawing upon social identity theory and the theory of conspicuous consumption, this study extends the current brand management literature by investigating the role of consumption’s social visibility in the formation of customer brand identification in the era of social media. Using the airline industry as the study context, this study suggests that social visibility of consumption leads to cognitive, affective, and evaluative identifications. The results also indicate that the three components of customer brand identification interact with each other in realizing positive word of mouth communication. The findings highlight the significant benefits of making customers’ travel experiences socially visible to people around them.

An increasing number of consumers rely on online reviews to make purchase decisions in today’s global service industry. In this article, we investigate the impact of power on a consumer’s willingness to spread word-of-mouth (WOM) by posting an online review. Drawing on self-enhancement theory, which suggests that an individual is motivated to spread WOM in order to boost his or her self-image, and the agentic versus communal theory of power, we argue that the impact of power is moderated by the valence of the customer’s service experience, and its congruity with that of other forum users. Results from three studies in hotel and restaurant contexts indicate that powerless consumers are more likely to post positive reviews when the forum consensus is also positive. Conversely, powerful consumers are more likely to post positive reviews when the overriding consensus is negative. Further, such results hold only for positive (vs. negative) service experiences. Managerially, our findings suggest that introducing power mechanisms such as influence rankings or helpful votes into online consumer forums may shape review posting behaviors. Service marketers and social media managers need to be aware that some customer segments are not inclined to post positive online reviews. As indicated by our findings, powerful consumers, such as those with high helpful ratings or elite reviewer status, are more likely to post positive reviews when the forum consensus is negative. Conversely, powerless consumers, such as those with low helpful ratings or junior reviewer status, might be more inclined to post positive reviews when the forum consensus is also positive. Based on our findings, we also discussed the theoretical contributions, limitations, and ideas for future research.

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Many hospitality consumption experiences are shared with fellow consumers such as acquaintances, friends, or family members. Yet research examining the impact of fellow consumers’ presence on consumers’ donation behaviors is scant. To bridge that gap, the current research examines how the presence of fellow consumers influences consumers’ donation behaviors in a restaurant setting. Results from our experiment reveal that the impact of fellow consumers’ presence depends on two factors: observability of the donation and donation appeal type. Specifically, we found that when the act of donating is unobservable by others and the donation appeal highlights self-benefits, the presence of fellow consumers drives individuals to exhibit more favorable attitude and higher levels of donation intention. Conversely, when the act of donation is observable by others and the donation appeal portrays other benefits, the presence of fellow consumers makes individuals to exhibit less favorable attitude and lower levels of donation intention. Furthermore, our mediation analyses show that anticipated emotional benefits is the underlying psychological mechanism explaining the effects. We discuss the theoretical contributions and managerial implications of our findings as well as limitations and opportunities for future research.